Repurposing Content for Maximum Value
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Workshop presentation 'Kliekjesmarketing' by Ingrid Archer, managing partner B2B marketing agency spotONvision, held on Feb 14th 2012. About content marketing and mostly about how to cleverly recycle or re-purpose marketing content .
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Repurposing Content for Maximum Value
- 1. Contentmarketing met kliekjes | Recycling and Re-purposing Content By Ingrid Archer – 14 Feb 2012
- 2. Twitter: @ingridarcher email: ingrid@spotonvision.com
- 3. Charlotte
- 5. 80% of your marketing materials is not used (source: IDC)
- 6. The new buyer Likes to look things up him/herself Searches info online Is critical and compares Is independent Is skeptical Is overwhelmed with marketing messages And most of them are neglected
- 7. Content Marketing and Thought Leadership Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action. Source: Joe Pulizzi
- 8. Content for each phase in buying cycle
- 9. Think Like a Publisher Blog Case Webinars eBooks Studies White Papers microsites Online Digital Newsletter magazine games Videos Screencast Podcasts Executive Virtual Custom roundtables events print magazine Articles Testimonials
- 11. Content for Brand Awareness and Leads
- 12. The Challenge The problem is getting the right content to the right people”…”Producing smart, highly targeted and truly innovative content can be really challenging.
- 13. Why do we need to take content marketing seriously? The experts Inbound requests Leads Database Increase brand awareness Search Engine performance Sales engagement Help the community!
- 16. Why? Budget Plenty on the shelf Reaching target audience through different channels/ways Why invent the wheel again Search Engine Optimization
- 17. Repurposing: Start Big and Break Down
- 18. The long life of a Survey Interview with the author Press release Summary of the results Blog post about the survey in general 1 article per chapter Webinar about the survey Survey results online
- 19. The long life of an Event Video interview all speakers Impression video Report of the day 6 short articles eBook Webinar about same topic Nuon Masterclass
- 20. Q&A Blogpost about your Webinar
- 21. Break up your Whitepaper into series of articles
- 22. Create articles/webinars out of your movie
- 23. Annual Reports: pick out the clever bits
- 24. Break up your magazines
- 25. Repurposing: Start Small and go Big
- 26. The long life of an article Publish 1 by 1 over time Bundle articles into 1 paper Blog post about the paper in general Webinar series per chapter Ppts on Slideshare Series of articles
- 27. Good Stuff for recycling and repurposing Quality Control for Manufacturing The Employee Manual Do’s & Don’ts when working with clients Annual Reports & Brochures Articles Magazines Powerpoints
- 28. Example: Quality Control Manual Make sure the front wheel is tightened completely before you put the bicycle out on the floor 20% of bicycle accidents happen because some part of the bike wasn’t properly installed. The front wheel is the common culprit, so make sure the front wheel is part if the pre-ride safety check Source: Ian Lurie
- 29. Why invent the wheel?
- 30. Promotion – power of social media
- 31. Be relevant to your readers
- 32. It’s not about you (put yourself on the side..)
- 34. Want more? Free download: eBook on Content Marketing (in Dutch!) www.spotonvision.com
- 35. And even more? B2B Marketing Forum Amsterdam – 20th March 2012 #b2bnl
- 36. Sources and Inspiration Mail: ingrid@spotonvision.com Twitter: @ingridarcher or @spotonvision